Central America relaunches its brand

The Isthmus decided to relaunch the "Central America, so small, yet so big" brand and to strengthen its promotion as a multi-destination region for tourists.

The promotion includes the brand and pictures from each country that will be placed at the various airports.

Even though each country will have its own brand, they are seeking to position Central America as an area which offers a diversity of destinations and activities, said the aid to the director of the Guatemalan Institute of Tourism (Inguat), Carlos Haase.

Countries in the region are trying to sell themselves as a tourism "multi-destination" under the banner "Central America, so small...yet so big,"

However, they still have some weaknesses to work on in order to strengthen this economic activity such as greater public investment for tourism promotion and integrating the various tourism offers such as volcanoes, beaches, colonial cities, Ricardo Martinez, Honduran tourism director, pointed out.

Central American governments have no interest in creating tourism packages that include destinations in different countries.

According to an article in Prensa.com, so said the tourism minister of Panama, Salomón Shamá, noting that "tourism ‘is the new cold war' between countries, and he stressed that it is not true that countries would share the foreign currency generated by international tourism. "

Tourism officials discussed offering both countries as a multi-destination.

Both tourism authorities and companies are realizing the benefits of this approach.

The director of the Commercial Office of the Government of Colombia for Costa Rica, Nicaragua and Panama (Proexport Colombia), Alvaro Gomez-Escalante, told Pa-digital.com.pa, "We have a common destiny, and considering our proximity and connectivity, Europeans can come to this part of America and visit Colombia and Panama.”

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